Past sponsorship research has been primarily concerned with the individual’s perception of congruent based on prior experience, and the communication values resulting from this perception.

Strategy Research Based on the Customer Value of Olympic Sponsorship Marketing;

Sports Sponsorship Marketing Strategy Based on Game Theory;

The Study on Participant Actuality of Chinese Enterprise in the Beijing 2,008 Olympic Games Sponsorship Program;

Study on Sponsorship in Marketing the Intangible Assets of the Chinese Olympic Committee;

By the methods of literature and market investigation, the authors have looked into the marketing practice of part Chinese Olympic sponsor enterprises.

The concept of sports sponsor was analyzed.

At present, the main difficulty of the multitudinous basketball sports game holding in our country universities is funds short question, funds of some universities basketball sports game mainly comes from enterprise supports, but, the university organizer is often passive in game sponsor as lacks of the design of "the basketball sports game product" and the marketing operation method.

Based on the archives and documents,this thesis has a discussion on the fisibility of patronage for university sports games in Guangdong Prov.

Using the methods of documentation,investigation and statistics,the paper analyzes and studies the factors affecting CVA patronage and marketing.